Disrupt.
Impact.
Drive Sales.

Crafting Your 1-Page Content Marketing Strategy: A Simple 6-Step Guide

Picture of Bianca Devin

Bianca Devin

BD Digital Marketing - Founder and Owner

"Business has only two functions - marketing and innovation".

Why Your Brand Needs a Written Content Marketing Strategy

Without a written strategy, your brand’s content marketing will struggle to reach its full potential. Here’s why:

  1. Lack of Alignment with Organizational Goals Without a clear, documented strategy, your content marketing efforts are less likely to support and align with your organization’s broader goals. This misalignment can lead to wasted resources and missed opportunities.
  2. Challenges in Securing Leadership and Budget Support A written strategy provides the foundation for justifying your content marketing budget and gaining leadership buy-in. Without it, you may find it challenging to secure the necessary support and resources.
  3. Directionless Content Teams When there’s no written strategy, internal, external, and adjacent content teams may end up working in different directions, leading to inconsistency and confusion. A well-defined strategy ensures everyone is on the same page and working towards common objectives.
  4. Inefficient Onboarding and Training Onboarding new team members and re-educating your existing team becomes more time-consuming without a documented strategy. A written plan serves as a guide, streamlining these processes and ensuring everyone understands their roles and responsibilities.

Let’s walk through six steps to create your one-page content marketing strategy. But first, review your business’ operational objectives and goals. Your content marketing program won’t be successful if it doesn’t align with what your organization wants to achieve.

Step 1: Define Your Content Marketing Objective

Begin by understanding the goals your business executives aim to achieve. Then, think about how content marketing can support these goals. At this stage, focus on identifying a broad content marketing objective rather than diving into specific tactics or topics.

Here is an Example:

Business: Eco-Friendly Home Goods Company

Business Executive Goal: Increase brand awareness and drive online sales.

Content Marketing Objective: “Position our brand as a leader in sustainable living by creating informative and engaging content that educates our audience on the benefits of eco-friendly home products, ultimately driving traffic to our online store and increasing sales.”

This objective provides a clear direction for your content marketing efforts, ensuring they align with your business’s overarching goals.

Step 2: Define Your Audience

It might be tempting to cast a wide net, thinking that the more people who consume your content, the more you’ll achieve your business goals. However, this approach is ineffective. Creating content that appeals to a broad audience is challenging and often unsuccessful. Instead, focus on a primary audience and possibly a secondary one.

To define your audience, research your potential groups thoroughly. Examine relevant data such as demographics, psychographics, interests, needs, and pain points. Determine how and where these groups currently get information related to your content marketing objective.

Next, identify who would be most interested in your company’s content topic. To refine your focus further, consider who would be most interested and most likely to take the desired action that aligns with your business’s goals.

Step 3: Identify Content Categories and Topics

Understanding your audience helps you brainstorm content that will resonate with them and support your content marketing objective. Think about what your target audience would want to read, watch, or listen to.

Start by brainstorming a list of content ideas—both broad concepts and specific story angles. As you review the list, highlight the ideas that would be most beneficial to your target audience.

Next, identify several broad themes. List sample story topics under each category to help people better understand related ideas and envision new possibilities.

Here is an Example:

Business: Health and Wellness Coaching Service

Content Marketing Objective: Establish our brand as a trusted authority in holistic health by producing high-quality content that educates and empowers our audience to lead healthier lives, ultimately driving more clients to sign up for our coaching programs.

Content Categories and Topics:

  1. Nutrition and Healthy Eating
  • How to create balanced meal plans
  • The benefits of a plant-based diet
  • Easy and healthy snack ideas for busy professionals
  1. Fitness and Exercise
  • Beginner’s guide to at-home workouts
  • How to stay motivated to exercise regularly
  • The best types of exercise for stress relief
  1. Mental Health and Wellness
  • Mindfulness techniques for reducing stress
  • How to create a self-care routine
  • The importance of work-life balance for mental health
  1. Holistic Health Practices
  • Introduction to meditation and its benefits
  • How to use essential oils for wellness
  • The role of acupuncture in holistic health
  1. Lifestyle Tips
  • How to declutter your home for a healthier environment
  • Sustainable living: Tips for an eco-friendly lifestyle
  • How to create a morning routine that sets you up for success

By categorizing content and identifying specific story topics, you can create a structured and targeted content plan that effectively engages your audience and supports your overall business objectives.

Step 4: Determine Content Types and Formats

Selecting content types and formats is closely linked to the next step, distribution channels. Consider two key questions:

  1. Audience Preference: How does your target audience prefer to consume content?
  2. Resource Availability: Which formats can your team create given your resources and capabilities?

Be realistic. For example, while your audience might enjoy videos, if your team lacks video skills and there’s no budget for hiring or outsourcing, video may not be a feasible format.

Here is an Example:

Business: Health and Wellness Coaching Service

Audience Preference: The target audience, primarily consisting of busy professionals and health-conscious individuals, likely prefers content that is easy to consume and fits into their busy schedules. Formats that can be consumed on-the-go or during short breaks may be most effective.

Resource Availability: Your team may have expertise in creating written content and graphics but limited experience with video production. Consider this when choosing formats to ensure they align with your capabilities.

Selected Content Types and Formats:

  1. Blog Articles: In-depth articles on health and wellness topics, providing valuable information and tips for readers.
  2. E-Newsletters: Regular newsletters containing curated content, updates, and exclusive offers to engage and retain subscribers.
  3. Social Media Posts: Short, engaging posts on platforms like Instagram and Facebook to increase brand visibility and reach a broader audience.
  4. Print Materials: While digital formats are primary, some audiences may still prefer print. Consider creating a quarterly print newsletter or informational flyers for local events.
  5. Video: While currently outside your team’s capabilities, consider this format for future expansion, especially if resources allow for skill development or outsourcing.

By selecting a mix of content types and formats that align with audience preferences and resource availability, you can create a well-rounded content marketing strategy that effectively engages your audience and achieves your business goals.

Step 5: Define Distribution Channels and Frequency

Specify where and how often your content will be distributed, considering the most effective channels for reaching your audience.

For instance, articles could be published on your website or a third-party platform, while social media posts might be shared on Twitter, Instagram, or LinkedIn.

Consider your team’s resources for creating, publishing, and promoting content. Determine the minimum amount of each content type you can consistently produce.

Tip: Choose a frequency that is sustainable. You can always increase it later.

Here is an Example:

Business: Health and Wellness Coaching Service

Distribution Channels and Frequency:

  • Blog Articles: 2 times a week; Company website
  • E-Newsletter: Once a month; Subscriber database
  • Social Media Posts: Once a day; Facebook, Instagram, Twitter
  • Video: Once a quarter; YouTube channel

Content Categories and Distribution Plan:

  • Rotate categories for blog and social media posts to maintain variety and engagement.
  • Include all categories in the e-newsletter to provide a comprehensive overview.
  • Focus on a different category for each video to explore topics in-depth.

By defining your distribution channels and frequency, you can ensure a consistent and effective content strategy that resonates with your audience.

Step 6: Align with Business Objectives

Now that you have a clear content strategy, it’s time to connect it back to your business goals.

Consider the following:

  1. Audience Action: What do you want your audience to do after consuming your content?
  2. Measurement: How will you measure the success of your content marketing efforts?
  3. Specific Goals: What are your specific goals, and how do they tie back to your business’s operational goals?
  4. Timeline: How long do you have to achieve these goals?

Here is an Example:

Business: Online Fitness Coaching Service

Business Objective: Increase online coaching sign-ups by 15% in the next six months.

Content Marketing Goals:

  • Increase website traffic by 20% within the first three months.
  • Grow email subscriber list by 25% within six months.
  • Increase engagement on social media platforms by 30% within six months.
  • Convert 10% of email subscribers into paying customers within six months.

Connection to Business Objective:

By achieving these content marketing goals, the online fitness coaching service aims to increase brand awareness, engage with potential customers, and ultimately drive more sign-ups for their online coaching programs, aligning with their business objective of increasing online coaching sign-ups by 15% in the next six months.

By aligning your content marketing goals with your business objectives, you can create a focused and effective strategy that drives tangible results.

Step 7: Review and Revise Regularly

Once your content marketing strategy is in place, it’s essential to revisit it regularly to ensure its relevance and effectiveness. Here’s how to do it:

  1. Goal Timeframes: Review the strategy when the timeframes for your goals have concluded to assess the outcomes and set new goals if needed.
  2. Internal Triggers: Any internal changes, such as a reduction in content marketing resources or the addition of new technology, should prompt a review of your strategy to ensure it remains aligned with your capabilities and tools.
  3. External Triggers: External events, such as a pandemic or a shift in consumer behavior, may require adjustments to your strategy to address new challenges or opportunities.
  4. Operational Changes: Changes in your organization’s operational strategic planning, such as new business goals or a revised vision plan, should prompt a review of your content marketing strategy to ensure it supports these changes.

Regularly reviewing and revising your content marketing strategy will help ensure that it remains effective in achieving your business objectives and adapts to changing circumstances both within and outside your organization.

Alright, it’s time to start writing! Documenting your content marketing strategy isn’t as challenging as it may seem. You likely have many of the answers already. Set aside some dedicated time to consolidate everything into one document, then share it with all the stakeholders involved.

By doing this, you’ll set yourself up for success. Next year, you’ll be on the right side of the survey. You’ll have a documented content marketing strategy that not only guides your content efforts but also helps you achieve your organizational goals.

BD Digital Marketing offer services and solutions for your digital strategy. If you need support in putting together a digital strategy for the next 3, 6, or 12 months, book your free consultation now and let’s get started! Visit www.bddigital.com.au to learn more.

Share on Social Media

Facebook
Twitter
LinkedIn
Subscribe & Get

12 Month's Content Ideas for your Health & Wellness Business